WPP Media Unveils ‘Beyond Price Tags’: The Playbook for Premiumization in Indian E commerce Boom

Mumbai, October 27th, 2025: WPP Media India today launched its new playbook, ‘Beyond Price  Tags: The Power of Premiumization in India’s E-commerce Boom’, a first-of-its-kind framework  revealing that the future of Indian e-commerce is not just digital, but decisively premium. The  playbook highlights a fundamental mindset shift where consumers increasingly seek elevated  experiences and value, over price alone. 

Drawing insights from leading platforms, brands, and industry experts, the playbook underscores  a fundamental mindset shift: Premiumization. It is reshaping online consumption in India where  consumers are increasingly seeking elevated experiences, personalization, and ethical choices placing value over price alone. It highlights how premium demand is democratizing, no longer  confined to metros but expanding across India through advanced platforms, delivery networks,  and accessible credit solutions are bringing premium choices to consumers across all of India. 

The playbook also sets out five key shifts shaping the premium market: 

• Premium demand is democratizing – credit solutions, platforms, and delivery networks  are bringing premium within reach of Bharat. 
• Consumers are seeking elevated experiences – from storytelling and unboxing to  personalization and ethical sourcing, value is being redefined. 
• Platform innovation is enabling brand reinvention – q-commerce, social commerce, AI led recommendations, and loyalty programs are driving trial, adoption, and repeat. • Categories across the board are trading up – fashion, FMCG, beauty, and durables are  witnessing a tilt toward feature-rich, aesthetically superior, emotionally resonant products. • Mass brands are not excluded—they are evolving – “masstige” portfolios and line  extensions are enabling even value-driven players to enter the premium arena. 

To help brands operationalize these insights, the report introduces four proprietary strategic  models—FLASH, VISTA, PRIME, and RISE covering discoverability, curation, customer journey  design, and loyalty. Together, these frameworks serve as actionable pathways for building  robust digital presences and capturing premium value across diverse consumer cohorts. 

“At WPP Media, we are constantly at the forefront of shaping the future of commerce,” said  Ashwin Padmanabhan, COO, WPP Media South Asia. “The premiumization trend in Indian e commerce is more than just a shift in price points t reflects evolving consumer aspirations and  the growing desire for quality, experience, and status.” 

“The future of Indian e-commerce is not just digital; it is decisively premium,” added Sairam  Ranganathan, Head of Commerce, WPP Media India. “Premiumization marks a pivotal shift where rising aspirations, global exposure, and digital empowerment are redefining how  consumers engage with brands. This playbook is not just a guide but a catalyst for growth,  equipping brands to build trust, deliver richer experiences, and own the next wave of value  creation.” 

The playbook concludes that premiumization is not a passing trend but a mindset shift. Today’s  consumers want more than transactions they seek relationships, reflections of self, and  experiences worth every rupee. Brands that adapt early will unlock higher margins, deeper  loyalty, and cultural relevance. The journey from price to prestige has begun.

Read more: Surej Salim Elected President of The Advertising Club Madras for 2025–2026

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